Are You Testing the Right Things on Your Website?

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It doesn't happen as much anymore, but it wasn't long ago that every time I showed slides explaining how Amazon tests every change they make to their website, some wisenheimer would pipe up, “Yeah, well Amazon has a lot of money, so they can afford to test.” I was forced to edify them by explaining that it's actually the opposite: “Amazon tests, so they have a lot of money.”
Nowadays, everyone seems to have the testing religion. They test up and down, but are they testing the right things? When I talk to clients, the vast majority of their tests are about very...Read more ...